Marketing
Reach Your Target
To make your business thrive, you must identify, attract, and maintain your clients. As the global economy expands, your base of potential clients expands—and so does your potential competition. The Marketing Diploma Program gives you the fundamental knowledge you need to understand the vital role marketing plays in the success of any company. Through case studies, team projects, and simulations you analyze current market conditions; investigate the relationships of product, price, promotion, distribution, customer relationship management, and packaging; and learn to develop an integrated marketing plan.
Marketing courses
The Essentials of Marketing course explores the fundamental principles of marketing strategy and implementation. By studying basic marketing concepts, tools, and methods of analysis, you learn how to make decisions about products and services, prices, target markets, competition, and expansion or growth. In Essentials of Marketing, you
- understand customer value as the driving force behind marketing strategy
- analyze the marketing environment and the buyer behavior of consumers and businesses
- design a customer-driven marketing mix
Marketing Research helps you establish a clear understanding of what market research can accomplish and how to use research tools in decision making. By the end of the course, you will
- understand the role of qualitative methods in research
- understand the focus group process
- be familiar with the criteria for evaluating secondary data and be able to recognize the strengths and weaknesses of sampling
The Marketing Math seminar covers the principles and concepts of business accounting, finance, and economics. Being more comfortable with quantitative data will help you contribute to your company's success. In this course, you gain an understanding of
- basic accounting and financial statements, and how to interpret them
- how to use financial figures to make and evaluate existing and future financial marketing decisions
- the interrelationships of price sensitivity, budgeting, forecasting, and the costs of distribution, inventory, and promotion
Integrated Marketing Communications introduces you to ways in which you can successfully design and implement promotional and communication components in your marketing strategy. You learn to integrate advertising, public relations, sales promotions, channel marketing and the supply chain, direct marketing, and electronic marketing into an effective communications plan. By the end of this course, you will
- understand the principles, relationships, and strategies of integrated marketing components and technologies
- deepen your critical and creative research and strategic thinking skills
- develop an integrated marketing communications plan for a current organization
International Marketing is a comprehensive study of global marketing dynamics and trends. The course addresses the skills necessary for evaluating, developing, and delivering marketing plans for a global and multicultural audience. By the end of the course, you will be able to
- recognize global and local marketing practices
- evaluate cultural value systems, behavior standards, communication techniques, and issues of diversity
- develop a global marketing strategy
Brand Management focuses on building brand image and value as well as loyalty between brands and clients. You learn how brand management influences all aspects of marketing. After successfully completing this course, you will be able to
- build brand equity and manage brand identity
- formulate effective brand strategies to compete in the marketplace
- develop a brand audit of a company
The purpose of Strategic Marketing is to synthesize the knowledge you gained throughout the program, and to help you formulate a marketing strategy. The course emphasizes discovering new market opportunities, developing recommendations, and integrating marketing with the overall business strategy. By the end of the course, you will
- acquire the ability to develop a marketing strategy
- understand the analytical tools used in developing a marketing strategy
- be able to identify opportunities for developing a competitive advantage
Global Business and Marketing Strategy is the capstone course for the Marketing Diploma Program. Through a computerized simulation experience, you apply the principles learned in your other courses in a hands-on setting. As part of a multidisciplinary team including students from the Business Administration and International Business Diploma Programs, you
- act as a senior manager for a virtual global business
- make decisions that affect the company as a whole rather than at the department level of marketing, finance, or accounting
- compete with classmates to make profits under realistic market conditions
Workshops, seminars, and guest lectures round out your studies. Whether you plan to be a marketing professional or manage a marketing department, the Marketing Diploma Program provides you with the essentials to be successful in any industry.